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  • 19-NOV-2024 | Excerpts from Sainsbury’s Bruised Potato Ad

19-NOV-2024 | Excerpts from Sainsbury’s Bruised Potato Ad

Author

Dan Bogachek
November 19, 2024

Excerpts from Sainsbury’s Bruised Potato Ad

Can you tell which potato is badly bruised?

Neither can Sainsbury’s.

The potato on the top was the villain but you’d never have known just by looking.

It was harvested in frosty conditions and bruised beneath the skin where you can’t see.

And what you can’t see we can’t see either.

So at Sainsbury’s we’ve had to find another way round the problem.

It’s called prevention.

We buy our potatoes direct from a select group of growers and we lay down very strict conditions.

…

And whether you buy King Edwards, Maris Piper or Desiree (to name but three) you can be sure of one thing.

Their beauty will be more than skin deep. 🏁

High “oomph-per-word” ratio in this one.

For each paragraph and section, ask yourself:

  1. What is it achieving at the present moment?

  2. How does it relate to the previous part?

  3. How does it compel me to continue onto the next part?

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].